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Cigarette Wars (A)
內容大綱
Canada's tobacco manufacturers all faced similar marketing challenges: a decrease in the proportion of population who smoke, a growing list of government restrictions on promotional opportunities and increases in taxation on tobacco products. Despite the variety of packaging formats, the 10 most popular brands, produced by the three leading manufacturers, had been priced identically. When the number two manufacturer re-introduced one of its products as a discounted brand, the marketing executives at the rival companies needed to decide on their response. The supplement to this case, Cigarette Wars (B), product 9B04M010 discusses the response of the other two leading tobacco manufacturers.